Selected work 2024
Logistics SaaS · Freight tech
Migrated from Webflow
Parade
Framer Lead developer · Migration & repositioningView live site
parade.ai
Live at every breakpoint — desktop · tablet · mobile.
The brief, in three moves
What we built and why.
01
Problem
Where we started
AI capacity-management platform for freight brokerages stuck on a 2019-era Webflow site (assets.website-files.com, dbName "parade-fd18f2") that still read "Capacity for Digital Freight Brokers" — the messaging of a much smaller, broader company. The product had since shipped an entire CoDriver AI family (Voice 2.0, Phone, Negotiation) and was transacting $40B+ a year through 12M+ annual AI conversations. None of that scale was visible on the marketing site. Editorial velocity was throttled by the Webflow component model and a marketing team that wanted Framer-level design fidelity.
02
Approach
What we built
Full rebuild on Framer with a new information architecture built around the CoDriver product family (CoDriver Voice 2.0, CoDriver Phone, CoDriver Negotiation, Capacity, Cascade, AutoAssign, Marketplace Syndication). Hero anchored on the four numbers that actually matter — 4× Carrier Rep Bandwidth, 60% decrease in one-and-done carriers, 12M+ AI conversations annually, $40B transacted. Named industry testimonials from Inc Magazine, Lane One, Kirsch Transportation, and Journal of Commerce surfaced from buried case-study pages onto the homepage. Brand visual language refreshed for an AI-forward enterprise audience without the SaaS-template look.
03
Result
What changed
$40B transacted messaging unlocked · 12M+ AI conversations annually surfaced · 4 named industry testimonials elevated · CoDriver product family given dedicated IA
A 2019 Webflow site couldn't carry the story of an AI logistics platform doing $40B a year — Framer could.
01/ 04
The brief
Parade had quietly become one of the largest AI capacity-management platforms in freight brokerage — 12 million AI conversations a year, $40 billion transacted through the platform, customers cited in Inc Magazine and the Journal of Commerce. Their marketing site, last meaningfully reworked on Webflow in 2019/2021, was still selling Parade-the-startup. Procurement teams clicking through from Inc articles landed on a page that didn't match the company described in them.
02/ 04
Why migrate off Webflow
Webflow had served them well for three years and through a positioning shift. The blockers in 2024 weren't the platform — they were the velocity ceiling. The marketing team wanted design moves Webflow could approximate but not nail (motion-led product reveals, complex section transitions, true responsive design symmetry). Framer in 2024 had closed the design-fidelity gap and added the marketing-velocity layer their team had been asking for. The cost of the migration was less than one quarter of Webflow CMS + dev support invoices.
03/ 04
What we shipped
A full Framer rebuild structured around the CoDriver product family — Voice 2.0, Phone, and Negotiation got dedicated product pages with their own demo CTAs. The capacity-management workflow (Capacity, Cascade, AutoAssign, Marketplace Syndication) got an IA spine of its own. Homepage hero rebuilt around the four numbers that close deals — 4× rep bandwidth, 60% fewer one-and-done carriers, 12M+ AI conversations annually, $40B transacted. Named testimonials from Inc, Lane One, Kirsch, and JoC surfaced from the case-study graveyard onto the homepage. Every URL from the Webflow site mapped to its new home with 301s.
04/ 04
The numbers
Migration complete in five weeks. Zero URLs lost in the transfer. Marketing now ships product-launch landing pages in Framer the same week the product ships, not the sprint after. Demo requests from inbound Inc-cited articles convert at materially higher rates because the landing page finally matches the article's description of the company.
